- The agency for brand experiences stages the new customer at Germany’s largest music festival
- Homann delicatessen salads as headliner of the HOMANN Grill Ville
The first festival appearance rocks: HOMANN celebrates its festival premiere with EAST END at this year’s Rock am Ring, Germany’s largest music festival. The agency for brand experiences put its own specially developed concept to work for the new customer, the „HOMANN Grill Ville”. Under the main theme “grilling non-stop with our headliners”, EAST END created a brand experience in the form of a barbecue village where the true stars were the market leader* for delicacies’ side salads. EAST END was able to win over the Theo Müller company group’s brand with its pitch. In addition to the concept, the agency was responsible for the on-site implementation as well as the evaluation and extension of the event. EAST END developed a WhatsApp newsletter especially for Homann that ensured successful communication with the target group before and during the festival.
„Through brand experiences, we can offer our consumers a multisensory introduction to our products and thus access new target groups. We are satisfied overall with the success of our festival debut and pleased to have had EAST END join us as festival expert“, says Christian Meyer, Head of Strategy & Digital at Müller Media and the project manager responsible for HOMANN festival sponsoring.
At the 400m² grill village, festival visitors could prepare their own meat or vegetables on the grill 24 hours a day, non-stop, on all five festival days. The HOMANN delicatessen salads were the perfect accompaniment. In the „shack”, grill fans could also purchase grill goods and drinks in addition to selected HOMANN products. At a grill corner with a campfire under the motto „make the campfire your stage” spontaneous show acts took care of the right mood. Numerous mobile phone charging stations were available for the digital power necessary for keeping and sharing the unique experiences at the Grill Ville and the festival.
„We are happy to have won HOMANN as an exciting new customer in the food sector. The high quality products suit the festival target group perfectly and offer many creative possibilities for staging the brand and turning it into a memorable festival experience for everyone”, says Oliver Golz, founder and Managing Director of EAST END.
* GfK SimIT; LEH+Discount, brand revenue, delicatessen/bread spreads/refrigerated fish delicacies, in 2018
HOMANN Feinkost GmbH and its brands HOMANN, NADLER and NORDSEE make it the market leader in the refrigerated delicatessen1 sector and leading manufacturer of dressings and sauces. The company generates an annual turnover of approx. 640 million euros with around 3,000 employees. With a recognition rate of over 90%, HOMANN is the strongest brand in the delicatessen sector2. The front runner has several top sellers in its portfolio, including for example “fine potato salad” (400g) or “chicken salad Hawaii” (150g). Founded in 1876 as meat and sausage factory, production now takes place at six locations in Germany and two in Poland. The company owns the well-known brands HOMANN, NADLER, Pfennigs, Hamker, Weser-Feinkost, Hopf and Rügen-Feinkost as well as the Polish brands Lisner, Nordfish and Polarica. In addition to branded products, the company also produces private label and gastronomy specialties. Since 2011, HOMANN is part of the internationally active Theo Müller Group (UTM).
1 Nielsen Market Track, LEH+DM, ranking manufacturer categories delicatessen salads/ refrigerated fish marinades/ refrigerated fish specialties/ refrigerated salmon, market percentage revenue, 2018
2 Kantar Added Value, October 2018, in %
About Müller Media & Service AG
The müller media & service ag is part of the Theo Müller S.e.c.s. It optimizes media investments across Europe for the brands belonging to the company group.
Copyright: Maxim Abrossimow
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